Sony may be saying goodbye to its PC biz, but they sure figured out how to make a comeback by bringing back an old gadget, the W Series waterproof Walkman. The waterproof MP3 player comes inside a water bottle and is sold via vending machines in both leisure centers and health clubs. Because MP3 players are all but dead due to the existence of smartphones, seeing them on the market again fills a very specific void in the world of electronics. A tiny music player resistant to water is something you don’t get from your iPod or smartphone. Also, by taking the product out of retail stores and putting it where “they need it most” (a vending machine), Sony definitely hopes to corner the market in underwater music satisfaction. In its marketing video, Sony states, “It’s something any serious swimmer would want. But the hard part was getting the attention of this niche market”.
The advantage of “the bottled Walkman” is instantly revealed. All while having an exclusive display, the (almost fancy) ability to purchase an MP3 player from a machine is unique. Plus, a brand new Walkman submerged in a water bottle not only shows you it’s waterproof; it also provides easy accessibility. If lucky, this could transmit to higher sales for Sony. Sony turned to ad agency DraftFCB for inspiration. Together, they created the marketing campaign for Sony in Auckland, New Zealand, where the MP3 players will initially be sold.


 

The video starts by discussing how important music is for daily tasks. Yet, as you continue to watch you really start to understand what Sony wanted to communicate during its marketing campaign. Besides a distinctive take on advertising, and a desire to be different by using vending machines, it expresses the importance of being able to take your determination with you anywhere, even underwater. Speaking of underwater, the Walkman may be submerged in water up to 2 meters, or 6 feet. The W series can provide up to an hour of playing from just three minutes of charging. All at a price of $100, the headphones and MP3 player come in small, medium, and large “supportive fit” sizes.